ADVERTISING

Sun Look

T-Shirts with sun alert

Agency: Y&R

Description

Situation: It’s time for open air festivals: every year, cheerful vibes, good music, and sunshine allow everyone to forget their worries – and their sun blocker. How do we make the visitors of open air festivals in Switzerland aware of the importance of UV protection – before the sunburn?
Idea: The idea is to distribute T-Shirts with a built in sun alert. This alert is triggered as soon as the T-Shirt is exposed to UV rays. Thereby the persons wearing the T-Shirts and the people around them are alerted - early enough, and in a surprising manner.
Execution: The secret is UV-sensitive paint: the invisible “Sun alert” imprint on the T-Shirts turns red instantly as soon as it is touched by sunlight. The importance of early sun protection becomes obvious. If the sunlight is really intensive, the imprint appears in a burning lobster-red. It fades with decreasing UV intensity, and completely disappears when there is no UV light. Promoters distributed the T-Shirts together with Sun Look sun blocker samples to festival visitors.
Result: The promotion attracted attention and was not only a topic for conversation, but also gave opportunity for some flirting. The T-Shirts were very popular at open air festivals and out of stock in the shortest amount of time.

This professional campaign titled 'T-Shirts with sun alert' was published in Switzerland in August, 2011. It was created for the brand: Sun Look, by ad agency: Y&R. This Ambient medium campaign is related to the Health industry and contains 1 media asset. It was submitted over 12 years ago.

Credits

Advertising Agency: Advico Young & Rubicam, Zurich, Switzerland
Chief Creative Officer: Markus Gut
Creative Director: Thomas Engeli
Art Director: Oliver Glutz von Blotzheim
Copywriter: Patrick Bucher
Design: Joelle Hauser
Consultant: Susan Baumgartner
Promotion: Pamela Gemperli

Royal Opera Hou...

ADVERTISING

Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.